December 2, 2021

Written by

Collective[i] Team

  • Posted in
  • Revenue Operations
  • Revenue Operations Responsibilities

Revenue operations job description

Revenue operations is growing at a rapid speed. There was a 55% increase in the number of organizations with a dedicated RevOps group from 2018 to 2019, according to LeanData’s report State of Revenue Operations. In the same study, among those polled who have not already moved to a revenue operations structure, 57% say their companies plan to move to this model now or in the future. Still, the concept of revenue operations and what a RevOps person does is still relatively new.

To get up to speed with this B2B trend, let’s look at a definition of RevOps, what revenue operations responsibilities include, and how — with the right software — a company can implement RevOps into its business.

What is revenue operations?

Let’s start with a simple revenue operations definition. Revenue operations is a department or strategy that aligns the historically disparate marketing, sales, and customer success departments in a business. Instead of each department being siloed and concerned about only their own goals, revenue operations unifies the departments under one umbrella to prioritize efficiency and accountability and ultimately increase revenue. According to LeanData, 78% of B2B companies across all industries say that consistent revenue growth is a challenge. A well-executed revenue operations team can help solve this problem and determine the most effective tools and strategies to grow revenue.

What does a Rev Ops person do?

A RevOps person or team has many important aspects to keep tabs on. Some essential metrics include sales cycle times, win rates, customer acquisition cost, annual recurring revenue, renewals and upsells, customer churn, customer lifetime value, forecasting, and pipeline velocity. Here is an outline of revenue operations responsibilities in a day-to-day setting:

  • Determine business objectives and strategies that drive revenue.
  • Design processes that encourage collaboration between marketing, sales, and customer success teams.
  • Choose technology for all teams, then help employees understand how to use it at each customer journey stage.
  • View data sets and business analytics across all departments to make informed decisions.

Not only do these responsibilities show the level of experience a person has to have to succeed in RevOps, but they also show how meticulous a person has to be at gathering data from individual departments and the business at large to drive decisions.

Overall, a role in revenue operations emphasizes a deep understanding of business tools and interpersonal communication skills to collaborate and connect departments effectively.

Since the goal of a RevOps department is to generate more revenue, RevOps teams need intelligent forecasting tools to get a deep understanding of a business’s data. Collective[i] brings the intelligence that individuals need to shatter silos and connect goals. Our software network connects all revenue-facing professionals so they can collaborate and study buyer and seller activities across every sales touchpoint. These interactions can turn into indispensable insights and forecasts — and then even more data to learn from.

Having all customer data stored in one place for all departments is the first step that many RevOps professionals take. Collective[i]’s Intelligent WritebackTM automates CRM data capture from the sellers’ tools, eliminating the manual logging of information to save salespeople’s time. It can also keep client information up to date by pulling data from a legal team or a reseller, and it helps departments comply with data privacy regulations, including GDPR and CCPA.

Another critical aspect of RevOps is the ability to share information across all departments. In Collective[i]’s Virtual DealRoomsTM, every member of the selling team can review buyer activity to coordinate timely and effective responses together. Everyone is informed, accountable, and armed with AI-driven recommendations, which helps to align activities with optimal execution.

Who does revenue operations report to?

The VP of revenue operations should report to the chief revenue officer (CRO) in most companies since a CRO also oversees sales, marketing, and customer service. Having RevOps report to a CRO helps to eliminate biases and personal interest within the team; RevOps should always have the best interests of the company in mind and needs to report to a role that also has the best interests of the company in mind. If RevOps were to report to sales, the particular interests of sales may skew the goals of RevOps: For instance, if RevOps worked with legal to develop a structure for an evergreen SaaS contract that might become an inconvenience to sales, the VP of sales could shut it down, even though the legality should take priority over the inconvenience to sales. In the same manner, sales or marketing should also report to the CRO, not RevOps. When it comes to goal development, budgets, headcount priority, and other concerns, having the CRO oversee the revenue operations team and other teams keeps one department from getting focus over another.

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There are alternatives to having the RevOps team report to a CRO, however. For instance, many young businesses may not have the opportunity or budget for a multitiered structure. In this case, a RevOps team may report to a chief operating officer or chief financial officer. This structure implements accountability while maintaining focus on what is best for the company overall.

A RevOps department should not report to the chief sales officer or chief marketing officer. If a RevOps team were to report to sales, marketing, or customer service, it would reinstate the silos that RevOps is trying to avoid in the first place.

Revenue operations isn’t a fad in the business world; its ability to help companies operate more swiftly and pave ways to revenue means that it’s here to stay.

Collective[i] can assist with implementing a silo-free company by offering RevOps teams the most advanced artificial intelligence technology on the market. See the difference for yourself: Click here to explore Collective[i].

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